In previous sections, we discussed the basics of building a mobile-friendly website that ranks well on Baidu (Baidu mobile SEO). But here’s the thing, technical SEO alone is not enough.
Even if your site is perfectly optimized, you’ll still struggle to rank if the content doesn’t actually help users.
That’s why it’s important to create high quality content that ranks. In simple terms, it’s about writing content that people genuinely find useful, not just content designed for search engines.
To help website owners with this, Baidu has published guidelines on writing high-quality content that performs better in search results and provides more value to users.
Let’s break it down.
What Makes High-Quality Content?
Now that we understand it’s important to create high quality content that ranks, let’s get into the real question, what actually counts as high-quality content?
Baidu looks at several key signals, and they all revolve around one idea: how useful and trustworthy your content is to real users.
Let’s break it down step by step.
1. Professional Background & Trustworthy Content Sources
One of the first things Baidu pays attention to is credibility. In other words, who is writing the content, and where is the information coming from?
Content that comes from real expertise, reliable data, or first-hand experience naturally performs better in search results.
1.1 Strong Match With Search Intent
This is where many websites still go wrong.
Good content needs to directly answer what the user is actually looking for.
Before you start writing, ask yourself a simple question: What is the reader trying to solve with this search?
Once you clearly understand the intent behind the query, you can write your content to match it precisely. When your content aligns closely with what users want, Baidu is far more likely to reward it with better visibility, and users are more likely to stay, read, and engage.
1.2 Trustworthy and Professional Sources
Baidu prefers websites that focus on a clear topic instead of covering everything.
Write about what you know well, and avoid unrelated content. This helps build trust and authority over time.
At the same time, make sure important details like phone numbers, addresses, and prices are always accurate and up to date.
In short: focus on your niche, keep information reliable, and don’t publish just for SEO.
To make this clear, let’s look at some examples of high quality content that ranks:
1.3 Well-Known and Reputable in the Industry
At the end of the day, Baidu tends to reward websites that are seen as trusted voices in their industry.
Your goal should be to gradually become a recognizable name in your niche. When you consistently publish useful insights, both users and search engines start to notice your authority.
Sometimes the best way to learn is to see what not to do. Here are a few common mistakes that can tank your credibility:
Strong Writing Quality, Clear and Useful Information
Once credibility is covered, the next factor is how clearly you communicate your ideas.
Even great information loses value if users can’t easily understand it.
2.1 Clear Expression and Easy Readability
Your writing should flow naturally like a real conversation.
It needs to be logical and easy to follow so the reader doesn’t have to work hard to understand you.
When someone finishes your post, they should feel they’ve learned something useful without effort.
The Good vs. The Bad
To give you a better idea, let’s compare how this looks in practice:
High-Quality Examples:
Low-Quality Examples:
2.2 Professional, In-Depth, and Practical
If you are writing a guide, keep the steps easy to follow. If something is complex, use an image or video to help explain it.
The goal is to provide practical, useful advice that people can actually use.
Also, try to show your expertise by using correct terms and organizing your thoughts logically. A great post looks at a topic from several angles to give the reader the full story.
Examples of high quality content that ranks:
2.3 Clean Layout and Great Visuals
Design matters more than most people think.
This includes clear headings, proper spacing, readable fonts, and helpful images or videos when needed.
Even if two pages contain the same information, the one with better structure will usually perform better, simply because it’s easier to read.
What this looks like:
Low-Quality content:
2.4 Strong User Engagement
User engagement is a key signal of how useful and popular your content is.
When a page gets more likes, comments, or shares, it shows that the topic is relevant and interesting to users.
In general, higher engagement often leads to better visibility in search results.
Comfortable User Experience: Smooth Layout, Interaction, and Functionality
It’s about how your site actually works.
A good page should feel easy to navigate, responsive, and comfortable to use from start to finish.
Basically, if a reader can move through your site without getting frustrated, they’re much more likely to trust your content and stay longer.
3.1 Clear Layout with Smooth Reading Experience
Your page should be well structured and easy to follow, so users can read without distraction.
Text, images, and sections should be clearly organized with a logical order.
Try to avoid anything that interrupts reading, like intrusive pop-ups, forced login walls, paywalls, or blocking buttons.
A clean layout helps users find information quickly and enjoy a smoother reading experience.
3.2 Stop Blocking Your Readers
There is nothing more frustrating than finding a promising link only to be stopped by a “log in to view more” screen.
If possible, keep your content as open and accessible. When you let users browse freely without forcing them to sign up or log in just to see an answer, you create a much better experience.
Common barriers to avoid:
3.3 Keep Content on One Page When Possible
Some articles are split into multiple pages, which makes navigation more complicated and hurts the user experience.
If your content can fit on one page, it should not require unnecessary page jumps.
Also, try to place your most important information at the top where it’s easy to find.
What to avoid:
3.4 Main Content Should Be Clear and Unobstructed, Optimized for PC and Mobile
Your main content should always be the focus.
Don’t let ads, pop-ups, or unrelated recommendation blocks interfere with reading.
At the same time, make sure your layout works smoothly on both desktop and mobile, users should have a consistence experience no matter what device they use.
3.5 Strong Supporting Information
Finally, think about what extra information your reader might need while reading your page.
Small details can make a big difference. For example:
- File size and version for downloads
- Publish date or read time for articles
- User ratings or related context
These details help users quickly judge whether the content is useful and make your page feel more complete and professional.
Examples of High-Quality Pages:
Frequently Asked Questions
Do all topics need professional depth?
Not necessarily. Even simple topics can rank well if they are clear, useful, and provide a good user experience.
Why is my content ranking low?
Compare your content with high quality content that ranks, and check factors like quality, relevance, user experience, and supporting information.
If needed, you can submit feedback through the Baidu Search Resource Platform.
Is there a difference between PC and mobile content standards?
No, the standards are the same.
I just built a new website a few months ago, what should I focus on?
Make sure your site is properly set up and focus on publishing high-quality, useful content consistently. If there are indexing issues, use Baidu Ziyuan to monitor and solve the issues.
Chinese Copywriter Team consists of talented linguists, project managers, localization engineers, and SEO experts. Since 2012, we have been providing translation, localization, and marketing services for various international businesses targeting the Chinese markets as well as Chinese businesses expanding their global reach.